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LIVE FROM THE ANNUAL CATALOG CONFERENCE: BigTray.com Sees Fit to Print

In an effort to reach a broader customer base, San Francisco-based online marketer BigTray.com launched a 130-page print catalog in March. A marketer of restaurant supplies and equipment, BigTray was formed in October 1999 as an online-only company by Silicon Valley venture capital firm Sequoia Capital. Its Website debuted in June 2000. The company has more than 30,000 customers.

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Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?